Sales Psychology: Sales is a psychological warfare

Chapter 16 The psychology behind the customer's body language: insight into the customer's psychological changes from the details (2)
(1) Astride a chair.People who straddle a chair like to put their legs on the armrests of the chair. This kind of person wants to use the chair to gain dominance and control. At the same time, they also want to use the back of the chair to protect themselves, because the back of the chair can act as a shield. , it can not only protect the human body, but also make the person riding on the chair have the desire to provoke and dominate.People who are used to riding straddle chairs generally behave quite cautiously, and they can complete the transition from normal sitting position to straddling sitting position without attracting the attention of others.

Facing a client in this sitting posture, if you want to get the client to put his legs down, the easiest way is to stand or sit behind him, because this will make him feel vulnerable, so he has to Change your sitting position.

(2) "Slingshot" sitting posture.This sitting position connotes ruthlessness, self-confidence, and omniscience, and it is accompanied by the movement of the hands on the back of the head.

Most of the customers with this sitting posture are men. Such customers usually use this posture to put pressure on the salesperson, or deliberately create an illusion of ease and ease, so as to numb the senses of the salesperson and make the salesperson mistakenly feel safe. Feeling, thus unknowingly stepping on the "landmine" he planted in advance.

For this kind of customers, if you want to "conquer" them, you only need to make a "slingshot" with him

Posture is an effective response to his provocation, because by mimicking his movements, you are reestablishing equal status between you.In this way, the customer's attitude towards you will also have a big change.

(3) Ready to sit.This kind of sitting posture can be seen at a glance. If the customer sits in a ready sitting posture after listening to your statement, and the atmosphere of the conversation is quite harmonious, then you can boldly ask the other party's thoughts at this time, and you will probably get affirmative Reply.

When you sell your product to a target customer, if the customer sits ready immediately after the action of stroking the chin, the chance of the customer responding in the affirmative is more than half.

Conversely, if the customer strokes his chin and then crosses his arms after the salesperson gives a buying opinion, the sale is likely to be lost.

(4) The starting position.This gesture conveys a desire to end the conversation.Body language that expresses this desire includes leaning forward with hands on each knee, or leaning forward while grabbing the sides of a chair with both hands, like athletes waiting to start in a race.

If the customer makes such an action during your conversation with the customer, then you'd better redirect their interest in the product you're selling, or try to change the direction of the topic, or simply end the conversation.

It can be seen that how the customer sits is like how the customer puts his hands, which contains mystery.The customer crosses his legs to show that he is not very interested in your products; the customer adopts a "slingshot" sitting posture, which proves that he wants to put pressure on you in this posture. Therefore, how does the customer in front of you sit? No matter how you put it, you must be able to recognize the meaning in it, so as to facilitate the development of work and the smooth progress of sales.

5.Read the jokes of customers
Laughter is a language that contains endless meanings and can convey many emotions.There are many types of smiles, including smiles, sneers, sneers, smirks, wry smiles, haha ​​laughs, and fake smiles. Different smiles represent different meanings.And different people have different habits of laughing, some people laugh heartily, some people laugh implicitly, even for the same person, the way of laughing in different occasions and atmospheres is very different.When the salesperson interacts with the customer, the customer will laugh a lot. Only when the salesperson is good at observation and analysis can he discover the true meaning hidden behind the laughter, interpret the customer's heart from it, and grasp the information sent by the customer.

Among the many customers contacted by the salesperson, there will be many types of laughter, and different types of laughter have different meanings, expressing different psychology of customers.

(1) smiling.Michelle is the shallowest kind of smile, it is silent and does not show teeth, it is just a smile on the face, which is intended to express acceptance of the other party and be friendly to others.Ordinary customers will treat the salesperson with a smile in order to show politeness, even if they don't like the products of the salesperson, they will not stare at them.

As the saying goes, "Standing has a standing posture, sitting has a sitting posture", a person's sitting posture also reflects a person's personality and self-cultivation to a certain extent.In sales, when a salesperson is negotiating with a customer, the customer's different sitting postures can reflect his attitude and psychology.If the salesperson is good at observation, he will discover the psychological trajectory of the customer, so as to understand the customer's wishes, make positive responses or adjustments, so as to reach a consensus with each other and win the trust of the customer.

Sales staff should be good at discovering valuable information from customers' sitting postures, provide guidance for their own sales, understand customers' hearts, increase the possibility of transactions, and improve sales efficiency.

(2) smile.A smile is a slightly darker smile than a smirk.It is characterized by a marked change in the face: the lips are moved up and slightly curved, but the teeth are not exposed.It is a typical self-satisfied, fulfilling, caring and friendly smile, and it has the widest scope of application in interpersonal communication.If the customer smiles at the salesperson, it means that the customer is friendly and approachable, especially if the serious customer finally smiles at you one time, then the possibility of a deal is very high.

(3) chuckle.A chuckle is deeper than a smile, and the face changes further: the mouth is slightly opened, and the upper teeth are exposed, but still silent.It expresses joy and happiness, and is mostly used when meeting relatives and friends, greeting acquaintances, or encountering festive events.A customer who smiles means that he is very willing to see you, or is very interested in your products, and has the psychology of being willing to accept.

(4) Smile.A shallow smile is also commonly known as a pursed smile, which is characterized by pursing the lips when smiling, and the lower lip is mostly contained in the teeth.It is more common in young women when they express shyness.A slight smile indicates that the customer said something wrong, or a kind of shyness because some topics are embarrassing. At this time, the salesperson has gained the customer's favor and been recognized by the customer.

(5) LOL.A deep laugh with obvious facial changes: the mouth is wide open in an arc shape; the upper and lower teeth are exposed and open; the mouth makes a "hahaha" laugh, but the body movements not much.It is more common in happy moments, in a happy mood, or in a state of great joy.

Laughing means that the customer is very happy, or the heart is full of great joy. At this time, the salesperson will probably succeed if he makes a timely transaction request.

(6) wry smile.A wry smile usually appears when encountering a difficult situation that cannot be resolved, and expresses a kind of helplessness and pain in people's hearts.In the negotiation with the salesperson, if the salesperson puts a lot of pressure on the customer or the conditions are very harsh, and the customer is difficult to make a decision for a while, he will show a helpless smile.

At this time, the salesperson can no longer put pressure on the customer, otherwise the transaction may fail. Instead, they should sincerely provide the customer with a solution, help the customer find the best of both worlds, and relieve the customer's helplessness and pain, so as to get the customer's satisfaction. Gratitude and trust.

(7) Smile with your mouth covered.This kind of laughter often occurs when you find out that others have made small mistakes that shouldn't be made, or when you make weird actions or say unreasonable words. This kind of laughter is not meant to be ridiculed, but full of goodwill.In sales, if the salesperson's explanation or understanding is superficial and naive, it will cause customers to cover their mouths and laugh.

Such customers are often more knowledgeable, quick thinking, more generous, full of self-cultivation, and will show a sense of superiority and accomplishment in front of the sales staff.Salespeople don't have to feel embarrassed when they find customers pursing their lips and laughing. Using humor to laugh at themselves will make them look cute and bring them closer to each other.

(8) Smile without laughing.A very contemptuous smile, expressing contempt for others, or disagreeing with others' views, mostly appearing on serious customers.If the products recommended by the salesperson or what they say cannot win the trust of the customers, the customers will smile disapprovingly.

In the face of such laughter from customers, the salesperson should not be discouraged and disappointed, but should actively look for breakthroughs, change the topic, arouse the interest of customers, and use detailed and powerful evidence to explain the credibility of their products, so that customers can believe and accept themselves. the opinion of.

6.Eyes reveal the secrets of customers' hearts
"The eyes are the windows of the soul".When a salesperson is talking to a customer, he must always look into the customer's eyes.Successful salespeople are people who are good at observing, and can catch even a slight strangeness in the eyes of customers, so as to adjust their sales strategies.

Xiaoya is a student majoring in psychology, but she is particularly interested in the sales industry, so she entered an air-conditioning company to do sales work when she graduated.

Different smiles reflect people's different moods, and also reflect people's different personalities.Laughter is not only an external language, but also an exposure of the inner psychology.Therefore, being good at discovering the personality and psychology of customers from laughter will bring great help to sales.

After the training, on the first day of work, the manager gave her a customer surnamed Zhou and asked her to visit this customer.Xiaoya came to the client's home, and after a while of greetings, Xiaoya began to get down to business.

"The temperature in Beijing is quite high in summer, and your house is so big that you need an air conditioner."

"Yes, the temperature in summer in Beijing is indeed a bit high, especially in recent years, the temperature in summer has been getting higher and higher."

"The air conditioners produced by our company are absolutely genuine, and we are also running promotions recently, which can save you a lot of money."

"Really?" The customer looked straight at Xiaoya with his eyes, and his eyes never left Xiaoya's face, looking very serious.

Xiaoya thought that the client was moved by her words, so she spoke more vigorously. "Compared with other companies' products, our company's air conditioners are better at saving electricity. In this way, you can save a lot of money a year. And our company's air conditioners are also quite cost-effective. , It’s not a problem to use an air conditioner for several years.” Seeing that the customer has no objection, Xiaoya paused, “Our air conditioner’s noise is also very low, around 30 decibels, so it will definitely not affect your work and rest.”

After a long conversation, Xiaoya took out the order and asked the customer to sign on it, but the customer said: "Let me think about it, I will reply to you in two days."

Two days later, the customer did not reply to Xiaoya's letter, and just like that, the sale fell through.

Xiao Ya didn't know that when the customer looked at her directly, she had already expressed the customer's attitude towards her product, but she didn't notice it, so she failed to sell this time.Through the eyes, we can discover the inner world of our customers.

In sales, salespersons will meet all kinds of customers, and they will inevitably be coldly stared at by customers. Of course, they will also get understanding, supportive, encouraging, and praiseful eyes from customers.Generally, in sales, the eyes of customers have the following types:
(1) Soft and friendly.Such customers are kind, sincere, and rarely wary of people.

When facing the sales staff, they will have a smile on their eyebrows and the corners of their mouths, showing their enthusiasm and goodwill towards people.This kind of customer is what the salesperson likes to meet, even if the business fails, they will leave with a happy mood.

(2) Doubtful type.Most people treat sales staff with suspicion, so the eyes of sales staff will also be full of distrust.Customers are always more cautious when purchasing goods, if the information provided by the salesperson is not convincing enough, it will arouse the suspicion of customers.The customer's brows will be slightly wrinkled, the pupils of the eyes will become smaller, and there will be a hesitant expression in the eyes.

(3) Curious type.If the product of the salesperson has many interesting features, the pupils of the customer's eyes will dilate and the eyelids will be raised, and they will stare at the salesperson or the product carefully, showing great interest.Some products have unique functions and are very skillful in production technology. If customers have not seen such products before, they will be attracted by the strangeness of the products and show surprise.Their pupils will dilate and their mouths will open slightly.If salespeople can lead effectively, it will drive customers to buy.

(4) Quiet type.The pupils of these people's eyes are always kept in a natural state, the eyelids do not move, and they look at the salesperson calmly, which shows that the products or topics of the salesperson are not surprising to customers and cannot arouse customers' interest.Such customers are generally well-informed, assertive, and calm, and will not be fooled by the gorgeous rhetoric of the sales staff.To treat such a customer, it is most practical to impress him with sincere service and excellent product quality.

Eyes can convey a lot of information deep in the customer's heart. Being good at observing the customer's eyes and discovering the customer's heart is very helpful for the smooth development of sales work.

Act according to the customer's wink, pay attention to the customer's feelings and reactions, and obtain accurate information about the customer's inner emotions, so as to grasp the customer's psychology, so as to be able to deal with various situations in a targeted manner, overcome the influence of unfavorable factors, and gain customers The trust and love of the company make the sales go smoothly.

Marketing is a kind of communication between people. When two people are communicating, looking at each other's eyes is a sign of respect for others. At the same time, they can also read something from each other's eyes. These things may not be expressed in words. Therefore, in the sales process, you must learn to pay attention to the eyes of customers and understand the meaning expressed in the eyes of customers.

7.understand each other's brow language
Many times, people can use other forms other than language to express certain emotions and attitudes, and "brow language" is also a kind of body language.People can not only convey a lot of meanings through eyebrow language, but also communicate with each other. For example, what we often say "wink", "eyebrows" and "eyebrows" are a kind of communication and a hint.And by analyzing the mood expressed by the other party's eyebrows, understanding the other party's meaning is called "checking the eyebrows".In the sales process, we can also learn about the customer's psychological changes through "watching eyebrows", and gain insight into the true emotions in the customer's heart.

Ms. Xiao was going to buy a new car. She went to the car sales market all morning, but she couldn't find a suitable car. Either the price was inappropriate or the style was not to her liking.Feeling tired and in a bad mood, she unknowingly walked to another exhibition area, when a salesperson came to ask her if she wanted to buy a car.Ms. Xiao responded casually.Seeing her frowning, the salesperson guessed that she must have had trouble buying a car.

So he comforted Ms. Xiao and said, "Miss, you look very tired. Why don't you come over and sit down for a while and take a rest. The most important thing in buying a car is to choose a car that you like and the price is right, so don't rush it."

One sentence hit Ms. Xiao's heart, so she sat down and told the salesperson about the process of buying a car.The salesperson already knew the style and price of the car she wanted from the information revealed by Ms. Xiao, so she introduced a car of the same type to Ms. Xiao, but the price had dropped a lot.When Ms. Xiao saw it, she raised her eyebrows, showing a joyful expression, but she frowned soon, and she asked: "The price is cheaper, will it be lacking in function?" After giving a reasonable explanation, Ms. Xiao was obviously very satisfied, and finally bought the car with a smile on her face.

It can be seen that different "eyebrow language" expresses different characters' emotions. The expressions we often see are as follows:

(1) raised eyebrows.Expresses a happy attitude and mood, such as "raise your eyebrows".The specific state is that the eyebrows are raised, slightly separated outward, the skin between the eyebrows is stretched, and the short vertical wrinkles between the eyebrows are flattened, while the skin of the entire forehead is squeezed upwards, resulting in long horizontal wrinkles.If the product of the salesperson is in line with the taste of the customer, the customer will have a kind of joy of "breaking through the iron shoes and nowhere to find", the customer will smile and raise his eyebrows, expressing joy and joy.

And if the customer has one eyebrow raised and one eyebrow lowered, such an expression like a "?" means that he has doubts in his heart, doubts about the products introduced by the salesperson, or has something he doesn't understand.

This requires further proof or explanation from the salesperson.

(2) Frown.The eyebrows are furrowed, the face is turned up, and the forehead is lined with long horizontal wrinkles. This expression indicates displeasure, impatience, or embarrassment.This shows that customers are dissatisfied or disliked by what the salesperson said or the products they are selling, and they are unwilling to listen to the salesperson's rambling, and have a strong resistance.

(3) Shrugging.Raising the eyebrows, staying for a while and then lowering them, accompanied by the movement of curling the lips at the same time, which expresses a kind of boredom and unwelcome, and sometimes also expresses a kind of helplessness.For example, the customer has had an unpleasant experience before, or bought similar products that are not good. If you happen to sell them again, the customer will resist, shrug their eyebrows, show an unhappy expression, and express their unwillingness to accept.In this case, the salesperson should keep calm, understand the customer's psychology, and use the most powerful guarantee to convince the customer.

(4) Flash eyebrows.Eyebrows raised, then immediately lowered, like a flash of lightning, accompanied by head-raising and smiling movements.Eyebrow flickering is an expression of surprise, which means that the eyes are bright and the arrival of the other party is very welcome.If the customer has such an expression, then the transaction is very promising.

(End of this chapter)